Digital is not about technology.
It’s about Human Behavior and
technologies’ seamless
integration into our daily life.

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Experience Focused, Socially Active, Digitally Enabled

http://emagine‐group.com

Experience Focused, Socially Active, Digitally Enabled

http://emagine‐group.com

Experience Focused, Socially Active, Digitally Enabled

http://emagine‐group.com

Experience Focused, Socially Active, Digitally Enabled

http://emagine‐group.com

Experience Focused, Socially Active, Digitally Enabled

http://emagine‐group.com

Experience Focused, Socially Active, Digitally Enabled

http://emagine‐group.com

Experience Focused, Socially Active, Digitally Enabled

http://emagine‐group.com

Experience Focused, Socially Active, Digitally Enabled

http://emagine‐group.com

Experience Focused, Socially Active, Digitally Enabled

http://emagine‐group.com

Experience Focused, Socially Active, Digitally Enabled

Today, all brands
suffer from GMOOT

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Experience Focused, Socially Active, Digitally Enabled

‘Get Me One Of Those’
…a phenomenon that helps
explain why there are so many
lousy viral videos andnew-media
initiatives out there.

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Experience Focused, Socially Active, Digitally Enabled

They're not the end result of a real
strategy, but are done for the
sake of doing something because
. . . well, because everyone else
is.

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Experience Focused, Socially Active, Digitally Enabled

What Is Emerging Media?

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Emerging Media – Rules of the Road
Authenticity
– Grassroots start created value for “real”
– People want to hear a voice
– Communication is conversational, not canned
– What you are for lunch does matter ☺
Transparency
– Don’t think “cling wrap”
– Community members want to know who is talking
– Openly communicate & solve problems
– You don’t have to show everything

http://emagine‐group.com

Experience Focused, Socially Active, Digitally Enabled

Emerging Media – Rules of the Road
Reciprocity
– Trading comments
– Following back
– Forwarding information on by sharing
User Generated Content
– Has greater value than corporate
– Has authenticity & transparency built in
– Has altered expectations for the online economy

http://emagine‐group.com

Experience Focused, Socially Active, Digitally Enabled

Emerging Media – Rules of the Road
Giving Credit
– Always credit other’s content
– Link to other sites in blog posts
– Create a corporate blog roll to acknowledge regular
content creators
Listening
– Take time to follow and observe
– Evaluate communication over a period of time
– Use tools for listening & monitoring

http://emagine‐group.com

Experience Focused, Socially Active, Digitally Enabled

What We Are Used To

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What We Should Be Doing

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Why It Matters

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Experience Focused, Socially Active, Digitally Enabled

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Experience Focused, Socially Active, Digitally Enabled

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Experience Focused, Socially Active, Digitally Enabled

http://emagine‐group.com

Experience Focused, Socially Active, Digitally Enabled

Five Things Driving Digital Media
Mobility and new
platforms

New business
models

Localization

Everything is social

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Content is
fragmented

Experience Focused, Socially Active, Digitally Enabled

“Marketing shouldn’t be about
sending everybody to a point … it
should be about people and the
interactions between people.”

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Experience Focused, Socially Active, Digitally Enabled

A Lesson In Evolution

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Experience Focused, Socially Active, Digitally Enabled

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Experience Focused, Socially Active, Digitally Enabled

Networks to Create & Share

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Experience Focused, Socially Active, Digitally Enabled

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Experience Focused, Socially Active, Digitally Enabled

Evolution of Consumers

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Experience Focused, Socially Active, Digitally Enabled

Consumer before
emerging media

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Experience Focused, Socially Active, Digitally Enabled

And now…

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33

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Experience Focused, Socially Active, Digitally Enabled
34

Consumers Used
to Watch

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35

Now They Create

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36

Now They Control
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They Define Brands

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Experience Focused, Socially Active, Digitally Enabled

They Have Instant Information
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Evolution of Media

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Experience Focused, Socially Active, Digitally Enabled

They Made It – You Consumed It

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Experience Focused, Socially Active, Digitally Enabled

Now we all have on‐demand
access to everything.

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Experience Focused, Socially Active, Digitally Enabled

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Experience Focused, Socially Active, Digitally Enabled
43

And Then There’s….
User Generated Content

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Experience Focused, Socially Active, Digitally Enabled

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Experience Focused, Socially Active, Digitally Enabled

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Experience Focused, Socially Active, Digitally Enabled

Evolution of Brands

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Experience Focused, Socially Active, Digitally Enabled

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Experience Focused, Socially Active, Digitally Enabled
48

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Experience Focused, Socially Active, Digitally Enabled

http://emagine‐group.com

Experience Focused, Socially Active, Digitally Enabled

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Experience Focused, Socially Active, Digitally Enabled

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Experience Focused, Socially Active, Digitally Enabled
52

Create utilities

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Experience Focused, Socially Active, Digitally Enabled
53

Evolution of Creativity

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Experience Focused, Socially Active, Digitally Enabled

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Experience Focused, Socially Active, Digitally Enabled

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Experience Focused, Socially Active, Digitally Enabled

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Experience Focused, Socially Active, Digitally Enabled

Brands are looking for new
sources of creative content

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Experience Focused, Socially Active, Digitally Enabled

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Experience Focused, Socially Active, Digitally Enabled
59

“People will not interface with flat
digital spaces as they are
designed today … fluid, touch
and three dimensional design will
be embedded into people’s lives
everywhere.”

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Experience Focused, Socially Active, Digitally Enabled

http://emagine‐group.com

Experience Focused, Socially Active, Digitally Enabled

The App Market

300,000+ apps

30,000+ apps

As SmartPhones, Android, iPhone and Windows Phones continue
to grow in the market, the number of available apps will continue
to increase for all our on‐the‐go needs
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LBS ‐ Color
Color is a new smartphone application
that allows you to be virtually all‐
seeing
Combines a unique everything is public
to everyone privacy policy using Twitter
and Facebook profiles connected to
our phones
Color follows the users wherever they
go with their phones, connecting them
to other Color users based on proximity
(location)
How does it work – imagine yourself at
a wedding where everyone is taking
pictures and video with their phones
posting them to Color
All the pictures will be immediately
shared with all the surrounding phones
– as well as any other pictures shared
with the app

Online web series created by Illeana Douglas and financed by
IKEA
Scored 1.5 million views per month in its second season
Brand financed projects are finding major viewership online

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Experience Focused, Socially Active, Digitally Enabled

Began as branded web series
financed by Suave Shampoo,
Sprint and MSN
After getting big viewership,
the series was bought by ABC
for a TV version.
For the first time, a brand
became a licensor of
intellectual property to a
broadcaster. ABC paid the
brands to use their branded
content.